45-54-year-olds are more likely to never trust Black Friday deals, reveals survey

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25th November 2021 16:00 - Retail

45-54-year-olds are more likely to never trust Black Friday deals: A has revealed that 44% of 45-54-year-olds never trust deals on Black Friday, making the age group the most sceptical in the UK.
The survey by YouGov also found that 18-24-year-olds are most likely to believe Black Friday deals are good value, with just 15% saying they doubt they are getting as good a deal as they are being offered.
The study polled over 2,000 people in the UK in an attempt to uncover the validity of Black Friday deals.  Nearly two-fifths (37%) of those surveyed stated they would never trust Black Friday deals.
For the research, a deal was deemed to be false if it is increased by 10% or more, then decreased by 5% or more during the sale. The study found that just under 13% of products increased in price by an average of 20% in preparation for Black Friday.
The poll also aimed to find out which categories often have the best Black Friday deals, with over 20% of soundbar and home cinema systems being included in the deals. The next most popular categories to be included in Black Friday deals were speakers and toys with 19% each.
Nike was found to have one of the best Black Friday discounts in 2020, with its 'tech fleece full zip hoodie' and 'tech fleece shorts', both having 58% off; the highest discount on a product in that year. Furthermore, BT, JBL and Amazon all had products named in the top 10 for discounts in 2020.
Christine Gouldthorp, consumer expert at PriceRunner, said: “I am really disappointed to see so many retailers still resorting to this horrible sales tactic. Retailers are already increasing their prices ahead of Black Friday and I expect them to keep doing so for a few more weeks.”

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